They could have eaten the loss and hoped nobody noticed the gap in the release schedule (anyone who has even heard of an accountant knows this wouldn’t be an option). They could have quietly paid someone to fill the gap and never speak of it again. Blending away the different distillery character and putting it down to any number of factors.

Or they could fill the gap and turn it into a story of collaboration, of English whisky, and of creativity through adversity.

I’ve done more than a few packaging announcements in my time in whisky. And you don’t need Jane Austen to tell you that it’s a truth universally acknowledged that the “innovative new look and feel that showcases the flavour cues of the range” is actually just a sans serif font and a splash of purple.

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There are dozens of developments shaping the category right now, but a few stood out as particularly interesting. Here are three that feel especially worth watching.

Why brand-agnostic whisky press trips are an effective way to showcase distilleries, regions and production philosophies while creating richer stories for journalists.